Special Abstracts Section: National Conference in Sales Management

Weilbaker, Dan C.
March 1992
Journal of Personal Selling & Sales Management;Spring92, Vol. 12 Issue 2, p83
Academic Journal
Each year, Pi Sigma Epsilon sponsors a national conference on professional selling and sales management. The article presents a special section which contains the abstracts of the papers presented at this year's conference. The papers represent a broad collection of interesting and timely papers on selling and sales management. Trust is an important but relatively unresearched construct in the personal selling area in marketing. It has been considered to play a facilitating role in marketing exchanges. This study attempts to assess the determinants of customer trust in salespersons and tests a comprehensive model explaining trust. A survey was conducted. The preliminary results indicate that salesperson attributes including expertise, motives, and selling style as perceived by customers influenced trust. In addition, trust in the organization represented by the salesperson enhanced customer trust. However, the hypothesis that customers' knowledge/expertise about the product would attenuate trust was not supported. Neither did familiarity with the salesperson or customers' generalized disposition to trust others influence their trust in salespersons.


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